Target will open 17 Apple mini-stores within its stores this month, with plans to expand them to other locations.
Goal
Target wants to give shoppers another reason to skip trips to the mall – adding Apple mini stores to some locations, with more space dedicated to iPhones and other popular gadgets.
The retailer said Thursday that stores will open in 17 Target stores this month and plans to expand to more locations in the fall. Target already sells Apple merchandise, but stores will double the footprint of the tech company within each store, include more accessories, and have Apple-trained staff. The brand’s products also have a new look on Target’s website.
Christina Hennington, director of growth growth, said the dedicated area will draw customers ’attention and make their sales more experiential. It will also have more attractive videos and screens, he said.
“When we have something that’s appealing and different, whether it’s in the assortment, where the experience comes together, or in the service, which is an important component of what we’re talking about with the Apple experience, it attracts our customers, which then drives traffic and of course sales over time, ”he said.
In a statement, Apple said the company hopes to “continue working with Target in new and exciting ways to serve customers in-store and online.”
For some consumers, a stop at Target stores has replaced multi-hour shopping trips at various retailers during the pandemic. The large box retailer has experienced significant sales growth because it remained open as an essential retailer in the first part of the global health crisis and then took advantage of the convenience with its wide range of goods, collected at the sidewalk and third-party Shipt delivery service.
This has translated into market share gains of $ 6 billion at the end of the third quarter, the company said, citing internal and third-party research. Its stock price has also skyrocketed. At the close on Wednesday, Target shares have risen about 64% over the past year. Its market value is $ 93.68 million.
After its huge quarterly gains, the discount will face challenging comparisons. Consumers could return to old habits as the pandemic subsides, such as returning to various stores instead of consolidating trips to Target. Some investors have already been skeptical about stocks that have benefited from home stay trends. The company plans to report fourth-quarter earnings and host a virtual investment day on Tuesday.
Target leaders have said they can keep the upward trajectory by grabbing distressed retail sales and offering unique merchandise that captures customer attention and more from their budgets. He has launched private labels such as the All in Motion athletics line and limited time collections with esteemed brands such as Lilly Pulitzer and Hunter.
He has also tried out Disney stores in some stores and featured jeans and Levi’s clothing in a dedicated area. It will open hundreds of discounted Ulta Beauty stores later this year with curated and professional skin care and makeup products.
With its latest “store to store,” Target will feature Apple, a brand that attracts shoppers and is a common meeting place in malls. It will look like the tech company’s stores with new lighting and coffee tables where customers can try out Apple products.
It won’t have an Apple brand, the “Genius Bar,” where customers can get technical assistance similar to concierge. Hennington said Target has not ruled out adding it in the future.
Hennington refused to share the financial terms of the deal. He said he has been in discussions with Apple about the idea for months and has collaborated with the tech company to choose the locations of the stores.
He said technology played a central role this year in keeping people safe and entertained. He said the retailer sees it as a growth category, mostly due to Apple’s tracking among customers.
Sales in Target’s electronics category grew 50% in the third quarter and more than 20% during the holiday season compared to the same period last year.
Nearly a decade ago, the retailer tested a concept to showcase Apple in some flagship stores, but the company said this new effort is an independent strategy and goes far beyond changing signage.
Here’s a list of the top 17 target locations that Apple stores will have:
- Monticello, Minn.
- San Jose, California.
- Oklahoma City
- Allen, Texas
- Hurst, Texas
- Austin, Texas
- Irving, Texas
- Saint Anthony
- Gainesville, Florida.
- Orlando, Florida.
- Clearwater, Florida.
- Miami
- North Wales, Pa.
- Newark, De l ‘.
- Woburn, miss.
- Nashua, NH
- Latham, New York